Category Archives: Search Engine Marketing

Are Hotel Brands Doing Enough to Stay Relevant?

hotel-logos

In a travel industry that is constantly undergoing some sort of change or improvement, it is important for companies to distinguish themselves from the rest of the pack.  There was a time when having a common brand flag was a necessity to keep your reservation books full.  Now, it is the independent and boutique hotels that are in their best position in years.

Search engines and third-part distribution partners are leveling the sales-and-marketing playing field.  Independent hotels now have the tools to get just as much exposure and recognition as brands, while targeting the right mix of customers.

The up-and-coming generation of travelers – those traveling today, not years from now – are far more brand agnostic than former generations according to a study by travel industry analyst Henry Harteveldt.  His study showed that even consumers considered “elite” loyalty members will not remain blindly loyal, and often times these guests will choose a hotel based on the promotions as opposed to loyalty.

Protean Strategies also conducted a recent study showing that hotel brands are not making it clear enough to consumers what segment they are playing in and what kind of experience guests should expect for that price point.

So, what can individuals brands do differently to stand out amongst an increasingly crowded landscape?

To capture most travelers’ attention, just be at the top of the list when they do a Google search for “hotels in the Poconos”, have a comparative price and good guest reviews.  Today’s consumers simply don’t care about the “feel good factor”.

Brands should focus more resources toward optimizing those technological necessities and further assist property managers in key areas including online reputation management, search engine marketing and dynamic pricing.  Do not waste your time commissioning studies that reveal mind blowing facts like contemporary travelers are looking for WiFi internet access in their hotel rooms.

SEO Gold

As web based marketing becomes more and more critical to the business playing field, SEO fires up its massive engine right along side. We have all heard that the authoritative link is pure gold in the SEO game, and frankly, it is the truth. As web guru Ed Dale explained a number of years ago, “Become an authority, because that is the only way to dominate your niche.”

So how do you go about getting an authoritative link to your website? There are a number of ways, however, one of the most powerful can be to get your content into the hands of experts. Think about it…by putting your content into the hands of experts (or already established authorities), you are setting yourself up to be seen by massive numbers of people. Once these experts have a hold of your content, they link to it, share it, post it, blog it, tag it, the list goes on and on. Already established authorities have the power to pass their authority onto you.

There are other ways to get links to your website. Here are 3 of the most popular:

1. Create a Blog: If you create unique content and embed sharing widgets (facebook, twitter, google+, etc.) people will be able to share these links across social media.  This is an excellent way to get people with authority linking back to you.  This is important as search becomes more social.

2. List With Other Authoritative Websites: Such as: Vertical Search Engines, Directories, Answer Sites (think Yahoo Answers), Travel Review Sites, etc.

3. Be an Authority Yourself: Once your content is in the hands of your readers, they will share it, post it, link to it etc. Now you are an authority to that content. That is the goal. Become the authority to your niche.

To learn more about the impact of authoritative links, click here.

ResortsandLodges.com & Your Link Building Strategy

ResortsandLodges.com – More value than just bookings. Your Link Building Strategy: Why do you want a link from the one of the largest leisure sites in the World? By receiving a pure link from ResortsandLodges.com it can help you rank higher in the search engines. We give you multiple links (authoritative links) direct to your site to increase your link popularity.

We at ResortsandLodges.com know the importance to your link building strategy. We help you create great useful content that inspires and influences today’s online traveler. In conjunction with this informative content we deep link the content to the necessary pages on your website to help those pages gain more prominence on the search engines. (Golf content links to your golf content. Wedding content links to your wedding content, etc.)

Google Webmaster Tools on link popularity =
Your site’s ranking in Google search results is partly based on analysis of those sites that link to you. The quantity, quality, and relevance of links count towards your rating. The sites that link to you can provide context about the subject matter of your site, and can indicate its quality and popularity. The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself the question: Is this going to be beneficial for my page’s visitors? It is not only the number of links you have pointing to your site that matters, but also the quality and relevance of those links. Creating good content pays off: Links are usually editorial votes given by choice, and the buzzing blogger community can be an excellent place to generate interest.

Top Search Engine Experts on link popularity = http://searchengineland.com/the-ultimate-guide-to-enterprise-seo-25-things-to-know-before-you-take-the-plunge-109771 – If you have read anything of mine over the last decade, it probably started with something like, “I’d sell my own mother for a link.”  High quality links still move the needle on Organic Search more than anything else and do not let anyone suggest any differently. In fact, that in and of itself is a pretty good litmus test to see if someone is competent enough to lead your SEO campaign. If they tell you they ranked their last client in a competitive category with great content, no link building, and a herd of unicorns, hit eject! That said, and if you will recall the beginning of this article, you likely do not need a serious linkbuilder for an Enterprise SEO campaign. You are already the big dog. For you, the most important link decisions will likely be how to distribute your already impressive site authority deep throughout your site’s architecture so the entire of corpus of content is competitive.

Common Search Engine Marketing Terms & What They Mean for You

We’ve learned about Search Engine Marketing (SEM) in a previous blog entry. It’s a great way to advertise your property without spending a fortune. There are a lot of terms associated with SEM being thrown around out there. To clear up any confusion, it’s best to break these down into SEM descriptions.

So let’s find out more about SEM descriptions.

The Basics of Search Engine Marketing

If you’ve been around the travel industry in the past few years, you know that travelers are increasingly going online to research their vacations. A search engine is one of the most popular places to start that research – this is why Search Engine Marketing is so important. And with the millions of results that are being displayed from most searches, it’s even more important to ensure your website is coming up in the top of the results.

Learn more about Search Engine Marketing – in this Search Engine Marketing Basics article.

An Overview of Sponsored Links

As a resort owner you’ve probably heard of sponsored links and may have even used them in your online marketing initiatives. And if you are using them, are you tracking their performance? In a VEM Global™ blog post, I give an overview of the sponsored link and again ask this important question: are all of your Sponsored link ads converting into sales for your business?

See the full post – An Overview of Sponsored Links on the VEM Global™ blog.

Search Engine Marketing Trends to Watch

Search Engine Marketing – connecting with your customers at the moment they are looking for your products and services to buy. It is a $16 billion per year industry and there are a plethora of opportunities and trends to follow within the industry. So what do you pay attention to, what do you participate in and what do you spend your time and money on? Here are some suggestions to keep in mind.

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What Have you Been Googling Lately?

Quick! Stop what you are doing and think about it: what was the last thing you Googled? Now ask yourself this: when was the last time someone Googled you?

This morning I Googled “st. paul restaurants” because I am planning to meet a close friend for Happy Hour tonight. We considered dining at La Grolla Italian Restaurant where, to quote my friend, “the Ravioli di Granchio looks delish!” (but after viewing the menu and considering our tight budgets) we decided on a more casual venue called The Liffey Irish Pub.

In a matter of minutes, Google helped me make my evening plans quickly and effortlessly. This is second nature for my friends and me, who have been using Search Engines to help guide us into the scary world of adult decision-making for the past six years or so. “There are 3-4 billion searches per day for information on Search Engines in the U.S.,” of which I personally make around 7 or 8 every day! Have you Googled in the past 24 hours?

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